Interview with Yunzi Liu

Yunzi Liu ("YL") interviewed on Thursday, 27 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

YL : My journey as a designer spans over a decade, beginning with my self-taught exploration of graphic design during my college years. Since then, I've had the privilege of working with renowned companies such as UID WORKS in Beijing, China, and more recently, contributing my expertise to the New York School of Arts and ViennArt Academy. Alongside my professional endeavors, I pursued a Master of Fine Arts degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA), where I further honed my craft and expanded my creative horizons.

How did you become a designer?

YL : My path to becoming a designer was driven by a convergence of interests and experiences. While studying English literature in college, I discovered a profound fascination with visual aesthetics and a desire to communicate through design. This realization, coupled with my background in fine art, propelled me toward a career in design. Inspired by mentors who encouraged me to pursue my passion, I embarked on a journey of self-discovery and skill development, embracing every opportunity to refine my craft and explore new creative avenues.

What are your priorities, technique and style when designing?

YL : When it comes to designing, my priorities center around three key aspects: storytelling, functionality, and innovation. I believe in creating designs that not only convey a compelling narrative but also serve a practical purpose and push the boundaries of traditional design conventions. My technique often involves a blend of digital tools and hands-on experimentation, allowing me to explore ideas from both a technical and intuitive perspective. Whether I'm crafting a brand identity, designing a website, or conceptualizing a new project, I approach each endeavor with a balance of strategic thinking and artistic expression.

Which emotions do you feel when designing?

YL : Designing elicits a range of emotions for me, from the exhilarating thrill of ideation to the profound satisfaction of bringing a concept to life. Each phase of the design process offers its own unique joys and challenges, whether it's the initial spark of inspiration, the iterative journey of refinement, or the moment of realization when a project comes to fruition. What I find most fulfilling about designing is the opportunity to channel my creativity into meaningful and impactful creations that resonate with others. The sense of fulfillment and happiness that comes from seeing my designs make a positive difference in the world is truly unparalleled.

What particular aspects of your background shaped you as a designer?

YL : In addition to design skills, certain non-design attributes have significantly influenced my journey as a designer. Firstly, adaptability has been crucial in navigating the ever-changing landscape of design. The ability to learn new technologies and pivot strategies has been instrumental in my success. Effective communication skills have also played a pivotal role, aiding in conveying ideas clearly and building strong relationships with clients and colleagues. Moreover, my background in fine art has instilled in me a keen eye for aesthetics and craftsmanship, enriching my design approach with artistic sensibility.

What is your growth path? What are your future plans? What is your dream design project?

YL : In addition to design skills, certain non-design attributes have significantly influenced my journey as a designer. Firstly, adaptability has been crucial in navigating the ever-changing landscape of design. The ability to learn new technologies and pivot strategies has been instrumental in my success. Effective communication skills have also played a pivotal role, aiding in conveying ideas clearly and building strong relationships with clients and colleagues. Moreover, my background in fine art has instilled in me a keen eye for aesthetics and craftsmanship, enriching my design approach with artistic sensibility. If I had the opportunity, I would love to design an interactive detective storybook, either in physical or digital form. This project would cater to individuals who share my passion for detective stories and enjoy immersive storytelling experiences. I envision creating a narrative where readers can choose their characters and make decisions that impact the direction of the story, allowing for a personalized and engaging journey.

What are your advices to designers who are at the beginning of their career?

YL : For aspiring designers, my advice is to embrace every opportunity for learning and growth. Cultivate a curious mindset, explore new techniques, and seek mentorship from experienced professionals. It's essential to build a strong network within the design community and actively engage in continuous learning. Remember, success in design is not just about technical skill but also creativity, resilience, and a passion for innovation.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

YL : I recommend prioritizing authenticity and purpose in your work. Focus on projects aligned with your values and passions, and always strive for creativity and innovation. Embrace collaboration and seek diverse perspectives to foster creativity. Above all, never underestimate the impact of design on individuals and communities. Design has the power to inspire change and make a positive difference in the world.

What is your day to day look like?

YL : My daily routine begins with reviewing schedules and prioritizing tasks. I start with a cup of coffee and scan design news for inspiration. Throughout the day, I engage in brainstorming sessions, group meetings, and hands-on design work. I find joy in creative breakthroughs and take short breaks to recharge. Despite the busyness, I cherish the moments of fulfillment that come from seeing my designs make a positive impact.

How do you keep up with latest design trends? To what extent do design trends matter?

YL : I stay informed about design trends through continuous learning and observation. While trends can provide inspiration, I believe in balancing them with personal design style and principles. It's essential to create designs that resonate with the target audience and stand the test of time. Ultimately, design trends should complement rather than dictate the creative process.

How do you know if a product or project is well designed? How do you define good design?

YL : Good design, for me, is characterized by a harmonious blend of functionality, aesthetics, and user experience. It's about creating solutions that not only look beautiful but also serve a practical purpose and enhance the lives of users. I evaluate designs based on their ability to meet user needs, evoke emotional responses, and withstand the test of time. Good design transcends trends and leaves a lasting impression on both users and society.

How do you decide if your design is ready?

YL : I assess the readiness of my design by evaluating its alignment with project objectives, user feedback, and aesthetic refinement. When the design effectively fulfills its intended purpose and resonates with the target audience, I consider it ready for implementation.

What is your biggest design work?

YL : ViennArt Academy is the biggest project that I've been working on so far. This endeavor involved crafting a cohesive visual identity, website design, and marketing collateral to establish a strong brand presence in the competitive market.

Who is your favourite designer?

YL : One designer I truly admire is Ikko Tanaka. His work transcends traditional design boundaries, seamlessly blending culture and creativity to convey profound messages. Tanaka's ability to infuse Japanese culture into his designs while embracing modernity is truly inspiring. He not only revolutionized design but also served as a cultural ambassador, sharing the richness of Japanese heritage with the world. If given the chance to converse with a deceased designer, I would undoubtedly choose Tanaka for his groundbreaking contributions and visionary approach to design. In my opinion, he stands as one of the most iconic designers of all time, leaving an indelible mark on our understanding of good design and shaping the trajectory of contemporary design practice.

Would you tell us a bit about your lifestyle and culture?

YL : My lifestyle is centered around creativity, continuous learning, and maintaining a healthy work-life balance. I believe in embracing diverse perspectives and experiences, which is reflected in my multicultural upbringing and exposure to different artistic influences.

Would you tell us more about your work culture and business philosophy?

YL : My work culture revolves around collaboration, innovation, and integrity. While I value autonomy and independence, I also recognize the power of teamwork and synergy in driving creative excellence. Whether working alone or with partners, fostering open communication and mutual respect is key to my success. When selecting business partners or hiring team members, I prioritize shared values, passion for design, and a commitment to delivering exceptional results. Integrity, creativity, and a strong work ethic are non-negotiable traits I look for in individuals I collaborate with.

What are your philanthropic contributions to society as a designer, artist and architect?

YL : As a designer, I am deeply committed to giving back to the community that has nurtured my creativity and passion for design. I actively engage in philanthropic activities, including volunteering at a local art association and contributing to projects that promote social good. During my time in New York, I had the privilege of publishing my work in the book "Prayer for the Pandemic," which aimed to provide solace and inspiration during challenging times. Additionally, I took initiative to create flag designs displayed along the route to hospitals, offering encouragement to healthcare workers amidst the pandemic. Furthermore, I regularly donate to organizations such as the Human Rights Campaign, recognizing the importance of supporting causes that advocate for equality and justice. I strongly believe that designers have a unique opportunity to impact people's lives through their creations, whether it's products or visuals. By getting involved in social campaigns and philanthropic activities, designers can harness their influence for positive change and contribute to building a better world.

What positive experiences you had when you attend the A’ Design Award?

YL : Attending the A’ Design Award was truly a rewarding experience on multiple levels. Firstly, it provided invaluable recognition and validation for my work, boosting my confidence and credibility as a designer. Secondly, the exposure gained through the award opened doors to new opportunities, allowing me to showcase my talents to a wider audience and connect with fellow professionals in the industry. Lastly, participating in the A’ Design Award helped me grow as a designer by challenging me to push the boundaries of my creativity and hone my skills through competition. Overall, design awards and competitions like the A’ Design Award play a crucial role in advancing one's career and refining their design prowess, offering a platform for growth, recognition, and professional development. As for being named Designer of the Day, it's a tremendous honor and privilege, further affirming the value of my contributions to the design community and inspiring me to continue striving for excellence in my craft.

Yunzi Liu Profile